The most current and comprehensive guidebook for improving the marketing performance for lifelong learning programs ever published. Includes:

•Advanced marketing strategies
•Target marketing
•Retention marketing
•How to select your marketing niche
•Marketing on the Internet

And much more...

The changing marketing environment calls for new marketing strategies and approaches to recruit and retain participants in your program. This manual represents the latest, most advanced and current techniques in promoting and marketing lifelong learning programs.

The Marketing Manual contains real, hard numbers and ratios for success. You’ll find the answers that are critical in assessing your marketing success and budgeting. It has an encyclopedic wealth of information useful and important to all professionals in your organization, including your chief executive officer, decision makers, marketing staff and programming staff.

Find key information on how to measure your marketing success, information central to developing your strategic marketing plan, profiling your participants, segmenting your markets and discovering your niche in the market-place.  This information, not found anywhere else, will provide executives and decision makers with critical data necessary to oversee and manage your organization’s marketing operations.

This is the only marketing manual available that is specific to the field of lifelong learning. It is relevant for those conducting continuing education, community education, recreation, avocational or general interest classes, seminars and conferences, continuing professional education, and other types of courses, classes and activities.

It will benefit professionals in colleges; universities; community colleges; private colleges; technical colleges; public schools; associations; recreation departments; and other institutions.

Find out:
•How many market segments you should focus on.
•How to estimate how many registrations you have weeks BEFORE the event or classes start
•The three no-cost marketing techniques every program should utilize
•How to do e-mail promotions
•What demographic data to collect from participants
•How to calculate the LifeTime Value of participants
•What a good repeat or return rate is.
•How long to keep someone on your mailing list
•Why you should mail to your best customers more than once

    And much more...